5.3
ASSESSMENT
OF
SEGMENT
ATTRACTIVENESS

Shown below is an assessment of the segments so as to
determine their
attractiveness.

Segment

Size

Profit

Growth
Potential

Risk

Competition

Manufacturers

Large

Medium

High

Medium

Medium

Wholesalers

Large

High

High

Medium

High

Retailers

Medium

Medium

High

Medium

Medium

Distributors
and
Agents

Medium

Medium

Medium

Medium

Medium

Individuals

Low

Medium

Medium

High

Medium

5.4
TARGET
MARKET

Based on the assessment of the segment attractiveness,
the business
will target the manufacturing segment. It will target
small and medium
enterprises that are engaged in manufacturing. The
target market for
the business will also include small and medium
enterprises that are
agents or distributors. This is on the basis that the
segments are
attractive as they are characterized by a considerably
large size,
relatively high profit potential, subject to current and
potential
competition which is relatively medium in the location
where the
business will be based and that the ExpressX Warehousing
and
Distribution (Transportation) Services is
capable of
meeting the needs and preferences of this segment and
understands them
quite well. The business will also be open to other
market segments in
order to increase its revenue share particularly in the
medium to long
term.